Try not to use this word
I have just returned from an impactful three weeks in the Netherlands, filled with workshops on “Doing business with Americans” and “Pitching to US customers”, along with two Cultural Blooper events alongside two hilariously talented Boom Chicago cast members.
During the pitch trainings, I noticed that my Dutch clients are not comfortable with being less modest in their marketing messages. Modesty can manifest in many ways, but a straightforward approach to being less modest - without bragging- is to eliminate the word “try” from your American marketing messages.
The Dutch are often uncomfortable standing out and showing off. Too often, they appear to play it safe and market their products or services by stating that they “try” to achieve something.
Please stop telling your US customer that
“we try”!!
In the US, this most often has a negative, possibly detrimental effect. Ask yourself: would you prefer a car that “tries” to get you from A to B, or a car that actually gets you from A to B? The word “try” conveys uncertainty and a lack of conviction. American consumers don’t want products that try to do something; they want products that deliver results and lead to their personal success!
It is essential to paint a vision of success. Show that your product or service is fully capable of achieving goals and exceeding expectations. Use strong and confident language. Instead of saying, “Our software tries to improve your business processes,” say, “Our software improves your business processes.” Make it even more compelling by being specific: “Our software improves your business processes, lowering your costs by 50%.” Here are some more tips to adjust your marketing strategy for the American market:
Be confident and clear: Avoid words that express doubt or uncertainty. State what your product or service actually does.
Focus on results and success: Americans want to know what to expect and how your product will improve their lives or business.
Use positive and powerful language: Words like “improve,” “increase,” and “achieve” resonate better than “try” and “potential.”
Tell a success story: Share stories of customers who have succeeded thanks to your product or service. Be specific, what was the result?
By following this approach, you can communicate more effectively with your American audience, attracting their attention and interest in your product. Remember, in the US, it’s not enough to “try” – you must show that you can deliver.
Dutch American Cultural Differences
This is just one example of many differences between the Dutch and American mentalities, communication and ways of doing business. Understanding these differences and how they affect your interactions with Americans is one of the keys to a successful American expansion. Let me help you prepare for your interactions with your American partners and clients, and help you improve Dutch American collaboration. Simply reply to this email, or schedule a free 30 minute assessment here.
Top 10 insights for working with Americans
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Hi, I'm Annette, the owner of Dutch American Connection. With over 15 years of experience empowering expats and entrepreneurs to thrive in the US, my mission is clear: to equip Dutch entrepreneurs and Dutch/American teams with the essential tools and insights for successful expansion into the American market. By bridging cultural gaps and leveraging their unique strengths, I guide Dutch companies on how to do business in the USA!